Facebook India director and head of GMS (Global marketing solutions) Sandeep Bhushan notes, “During our research for consumer friction points in their online purchase journey we found that those who complete purchase journeys on mobile complete their online transaction journey much faster, so mobile is already ahead of desktop.” Mobile has become critical with almost eight out of ten purchases being influenced by mobile in some way by 2022, the research found. It is therefore very important that the mobile purchase journey is both sequential to keep the user motivated, but also it is important to ensure that the process takes minimum time.
“If the user feels that the purchase journey was smooth and easy, that itself is a great motivation for them to come back again or even recommend the experience to someone else,” adds Bhushan.
According to the Google-Accenture report, some of the major players acing the mobile web experience game in India are BankBazaar, Max Life Insurance, Amazon,Flipkart, Cleartrip and RedBus among others. It is no surprise that these companies
also come with their share of popularity translated from the mobile purchase experience of users.
At the end of the day, a stellar consumer experience by all accounts would have to focus on ensuring that the user interface is built such that the user never experiences frustration, delays or lack of direction during their purchase cycle. After all, the next billion users are but waiting to graduate from video to transactions, for that is when the internet will truly unleash its game.